La Brezza Ristorante - Summary of Online Reviews

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March 2014 Case Study - La Brezza Ristorante, Calgary, AB Problem When Marco Abdi opened La Brezza Ristorante in 1987, the fine Italian restaurant quickly became one of Calgary’s most popular restaurants. Located in a small and cozy house with lots of natural light and good-sized rooms in Calgary’s northeast inner city of Bridgeland, La Brezza offered its patrons elegantly simple Italian cuisine emphasizing traditional home-cooked goodness. The restaurant was located close to the Calgary General Hospital, which brought many people to the neighbourhood, providing La Brezza with lots of visibility. Hospital employees and people traveling through the area tried it out, loved the food and the ambiance of the cozy little house, and La Brezza developed a following. After the decision was made to close the hospital in 1997, and then to demolish it in 1998, there was far less traffic in the area. It became a case of out of sight, out of mind and business began to fall. “My business eventually dropped by 60 percent, it was going nowhere,” says Marco Abdi. “Internally, La Brezza hadn’t changed, but externally, conditions had changed, and I didn’t know what to do about it.” The restaurant continued to serve its delicious food over the years, but the loss of the hospital and its employees and visitors had a big impact. There were other changes as well; savvy restaurateurs now relied initially on websites to help market their offerings, and later, on social media, to spread the word. Solution In 2011, La Brezza and Anduro Marketing crossed paths. At that time, the restaurant didn’t have a website and Abdi had no understanding of social media. When Anduro initially did its research on La Brezza, the only information online was an Urbanspoon review with a 67 percent rating and 15 viewers. “I had to start from zero, says Abdi. “I had to make the leap from face to face

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